In today's digital age, a strong personal brand isn't just a nice-to-have, it's a strategic asset. For CEOs and founders, platforms like LinkedIn offer unparalleled opportunities to showcase leadership, share insights, and connect authentically with audiences. But how do these CEOs manage their LinkedIn profiles to stand out in a sea of content?

In this post, we delve into the LinkedIn strategies of 8 standout CEOs who are not only leading successful companies but also mastering the art of personal branding. From thought-provoking posts to engaging with their communities, these leaders exemplify how to build a compelling presence that resonates.

Whether you're an aspiring entrepreneur or a seasoned executive, their approaches offer valuable lessons on authenticity, consistency, and the power of storytelling.

After careful research, we have pulled together a list with 8 Swedish CEOs that have mastered the art of personal branding and are actively using it to grow their company and add value to their communities. Follow along for tips about professional branding and LinkedIn marketing as a CEO.

‍

7 Swedish CEOs you must follow on LinkedIn in 2025

‍

1. Hanna Larsson – Founder & CEO of Huntrs

Company Overview: Huntrs and hannalarsson.me 

Huntrs is a personal branding agency founded by Hanna Larsson. The company specializes in helping founders build lean, profitable online businesses through personal branding on LinkedIn and newsletters. Her company hannalarsson.me offers programs and consulting services that help founders to grow their businesses. 

CEO’s Expertise

Hanna Larsson brings a wealth of experience in sales, marketing, and GTM strategies. Her career includes leadership roles at companies like Remote, where she served as Director of Sales EMEA and scaled revenue 42x, and LinkedIn, where she worked as an Enterprise Account Executive focusing on growth and public sector clients in the Nordic countries. Her background also includes positions at Graphmatech, Hansoft, and Applied Nano Surfaces, where she implemented sales processes and marketing initiatives that led to increased revenue and customer projects.  

Type of Content Shared on LinkedIn

Hanna's LinkedIn activity is vibrant and engaging, with a focus on: 

• Personal Branding Tips: She shares actionable advice on building a personal brand, emphasizing authenticity and consistency.
  
• Entrepreneurial Insights: Her posts often reflect on her journey from corporate roles to entrepreneurship, highlighting lessons learned and challenges overcome.
  
• Motivational Content: Hanna frequently posts motivational messages encouraging professionals to take control of their careers and embrace the freedom of entrepreneurship.
  
• Practical Business Advice: She provides guidance on building lean online businesses, focusing on simplicity and effectiveness without the need for extensive tools or budgets.  
  

Lessons from Her Content

• Empowerment: Hanna's content empowers professionals to take initiative in their careers, emphasizing that one doesn't need extensive resources to start a successful business.
  
• Authenticity: She advocates for building a personal brand that reflects one's true self, encouraging authenticity over perfection.
  
• Simplicity: Her approach to business emphasizes simplicity and focus, advising against overcomplicating processes with unnecessary tools or strategies.
  

Personal Branding Strategy on LinkedIn

Hanna's personal branding strategy is characterized by:

• Consistent Messaging: She consistently communicates her mission to help others build profitable online businesses through personal branding.
  
• Engaging Content: Her posts are designed to provoke thought and encourage interaction, often ending with questions or calls to action.
  
• Resource Sharing: Hanna offers free resources, such as newsletters and guides, to provide value to her audience and establish credibility.
  

Additional Observations

Hanna's approach to LinkedIn is a testament to the power of personal branding in the digital age. Her content is not only informative but also inspirational, making her a valuable follow for professionals interested in entrepreneurship, personal development, and effective online presence.

‍

2. Hjalmar Nilsonne – CEO & Co-founder of Neko Health

Company Overview: Neko Health

Founded in 2018 by Hjalmar Nilsonne and Spotify's Daniel Ek, Neko Health is a Swedish health-tech company aiming to revolutionize healthcare through preventive measures and early detection. The company has developed a full-body scanning technology that utilizes advanced sensors and AI to collect comprehensive health data in a non-invasive manner. With health centers in Stockholm and London, Neko Health has completed over 10,000 scans and has a waitlist exceeding 100,000 individuals. In a significant milestone, the company raised $260 million in a Series B funding round to accelerate its international expansion and further its mission of transforming healthcare from reactive to proactive care. 

CEO’s Expertise

Hjalmar Nilsonne brings a robust background in industrial engineering and management, with a specialization in energy systems from KTH Royal Institute of Technology. Prior to Neko Health, he founded Watty, a company focused on reducing CO2 emissions through energy data analytics. His experience spans clean tech, machine learning, and product development, all of which converge in his current role at Neko Health. 

Type of Content Shared on LinkedIn

Nilsonne's LinkedIn activity is a blend of company milestones, personal reflections, and industry insights. He shares updates on Neko Health's growth, such as new executive hires and funding achievements. Additionally, he provides personal narratives, like his initial skepticism and eventual collaboration with Daniel Ek, offering followers a glimpse into the entrepreneurial journey.

Lessons from His Content

• Transparency in Leadership: By openly discussing both successes and challenges, Nilsonne exemplifies authentic leadership.
  
• Visionary Thinking: His emphasis on preventive healthcare and the integration of technology showcases forward-thinking strategies.
  
• Personal Storytelling: Sharing personal experiences makes his content relatable and engaging, providing valuable lessons for aspiring professionals.
  

Personal Branding Strategy on LinkedIn

Nilsonne positions himself as an innovative leader at the intersection of technology and healthcare. His content strategy includes:

• Highlighting Company Achievements: Regular updates on Neko Health's progress reinforce his role as a proactive CEO.
  
• Engaging Storytelling: Personal anecdotes humanize his professional persona, fostering a deeper connection with his audience.
  
• Thought Leadership: By sharing insights on healthcare innovation and entrepreneurship, he establishes himself as a thought leader in the industry.
  

Additional Observations

Nilsonne's approach to LinkedIn reflects a balance between professional updates and personal engagement. His content not only informs but also inspires, making him a valuable follow for professionals interested in healthcare innovation, entrepreneurship, and effective personal branding.

‍

3. Cecilia Brändström – CEO of Speakonline & Creator of The Charisma Code

Company Overview: Speakonline

Cecilia Brändström is the founder and CEO of Speakonline, a Stockholm-based consultancy specializing in vocal coaching and communication training. With over 30 years of experience, Cecilia has helped thousands of entrepreneurs and speakers enhance their vocal presence and communication skills. Her approach focuses on developing charismatic leadership by elevating confidence, presence, and communication.  

CEO’s Expertise

Cecilia's expertise lies in vocal coaching, communication, and leadership development. She has a background as a singer and choir director, which informs her unique approach to voice training. Cecilia's methods emphasize the importance of nonverbal communication, body language, and vocal presence in establishing trust and authority. 

Type of Content Shared on LinkedIn

Cecilia is an active LinkedIn user, sharing content that includes:

• Insights on Nonverbal Communication: Discussing how body language and vocal tone impact audience perception.  
  
• Personal Development Stories: Sharing her journey to becoming a world-class vocal coach and encouraging others to commit to personal growth.
  
• Networking Advice: Providing tips on building meaningful connections and turning introductions into opportunities.  
  
• Promotions for The Charisma Code: Highlighting her program designed to help professionals develop charismatic leadership skills.
  

Lessons from Her Content

• The Power of Presence: Cecilia emphasizes that communication is not just about words but also about how you carry yourself and use your voice.
  
• Commitment to Growth: Her personal stories illustrate the importance of setting high standards and consistently working towards self-improvement.
  
• Authentic Networking: She advocates for genuine interactions over superficial networking, focusing on building trust and respect.
  

Personal Branding Strategy on LinkedIn

Cecilia's personal branding strategy includes:

• Consistent Messaging: Her tagline, "I help high-end professionals and entrepreneurs develop charismatic leadership by elevating their confidence, presence, and communication," is consistently used across her posts.  
  
• Engaging Content: She shares relatable stories and actionable advice, fostering engagement and discussions among her followers.
  
• Thought Leadership: By sharing her expertise and unique insights, Cecilia positions herself as a thought leader in the field of communication and leadership.
  

Additional Observations

Cecilia's approach to LinkedIn demonstrates the effectiveness of combining personal storytelling with professional insights. Her content resonates with professionals seeking to enhance their communication skills and develop a commanding presence. By focusing on the nuances of vocal and nonverbal communication, she offers valuable lessons for anyone looking to improve their leadership abilities.

4. Oliver Molander – Founder of Inception Fund & Validio

Company Overview

Oliver Molander is the founder of the Inception Fund, a venture capital firm backing early-stage technical founders in the New Nordic region. The fund focuses on AI infrastructure, machine learning, and deep tech startups, aiming to support the next generation of innovative companies. Additionally, he founded Validio AB, a deep data observability platform that provides real-time validation for data warehouses, lakes, and streams, ensuring data reliability for operational use cases.  

CEO’s Expertise

With over a decade of experience in B2B software, data, and AI infrastructure, Molander has held positions at major tech firms, including Google Sweden AB and Sitecore Corp. A/S. His background encompasses roles in corporate strategy, product development, and venture capital, providing him with a comprehensive understanding of the tech industry.  

Type of Content Shared on LinkedIn

Molander's LinkedIn activity is characterized by:

• Industry Analysis: He shares insights on AI trends, startup growth metrics, and venture capital dynamics.
  
• Event Highlights: Posts about events like AI Builders Night, discussing topics such as VC economics, AI scalability, and building technical moats.  
  
• Thought Leadership: Regular commentary on the evolution of AI applications and infrastructure, often referencing recent developments like Google I/O announcements.  
  

Lessons from His Content

• Data-Driven Decision Making: Emphasizes the importance of leveraging data for strategic planning and operational efficiency.
  
• Early-Stage Focus: Advocates for supporting startups from inception, highlighting the value of early investment and guidance.
  
• Community Building: Encourages the development of a strong tech community in the Nordics, fostering collaboration among founders and investors.
  

Personal Branding Strategy on LinkedIn

Molander positions himself as a bridge between technical innovation and business strategy. His branding strategy includes:

• Consistent Thought Leadership: Regular posts that provide in-depth analysis and commentary on industry trends.
  
• Engagement with Community: Active participation in discussions, responding to comments, and sharing insights from events.
  
• Educational Content: Sharing knowledge and experiences to educate and inspire other professionals in the tech and investment sectors.
  

Additional Observations

Molander's approach to LinkedIn is analytical and informative, catering to professionals interested in AI, venture capital, and startup ecosystems. His content serves as a valuable resource for understanding the intersection of technology and business strategy in the Nordic region.

‍

5. Jennifer Carlsson – Founder & Beauty Brand Strategist at Mintoiro

Company Overview: Mintoiro

Jennifer Carlsson is the founder of Mintoiro, a Stockholm-based brand strategy consultancy focused exclusively on the beauty industry. Mintoiro is known for delivering:

• Competitive research and market insights for indie and emerging beauty brands.
• Specialized reports such as the “Trending Beauty Brands” lists (e.g., top 100 beauty brands on Instagram and TikTok).
• Packaging design analysis and brand identity evaluations.
  

Mintoiro's insights are used by over 300 top beauty brands and retailers in 36 countries, making it a respected voice in global beauty trend analysis.

CEO’s Expertise

Jennifer is a strategist, designer, and trend forecaster rolled into one. Her strengths include:

• Deep understanding of independent beauty brand ecosystems, especially on platforms like TikTok and Instagram.
• A design background that bridges aesthetics and data.
  Experience helping brands identify whitespace opportunities in saturated markets.

Her work helps brands stand out not just visually, but strategically.

Type of Content Shared on LinkedIn

Jennifer is highly active on LinkedIn and uses the platform as a key channel for thought leadership. Her content includes:

• Trend insights: Regular posts about shifts in beauty branding, aesthetics, and consumer behavior.
• Visual storytelling: Slide decks and carousel posts showcasing examples of brand designs, packaging, and strategic trends.
  Data snapshots: She frequently shares sneak peeks from her reports (e.g., top-performing beauty brands on TikTok).
• Educational posts: Advice for founders on positioning, differentiation, and visual branding.

Her tone is clear, accessible, and informative—ideal for founders, designers, and marketers.

Lessons from Her Content

• Niche mastery builds authority: Jennifer’s success shows the value of going deep into a niche (in her case, indie beauty branding) and owning that space.
• Design + data is powerful: She blends visual insights with hard numbers—an approach that appeals to both creatives and strategists.
  Consistency = recognition: Through consistent posting and a recognizable visual style, she’s built strong brand recognition around her personal and company brand.
  

Personal Branding Strategy

Jennifer has a very intentional personal brand strategy, which includes:

• High-value visual content: She publishes engaging, aesthetic-heavy posts that reflect her design expertise.
• Trust-building through transparency: She’s open about her research process and shares real data, not just opinions.
  Community orientation: Jennifer often tags and highlights brands, creating a ripple effect of engagement and collaboration.
• Platform focus: She prioritizes LinkedIn (rather than Instagram or X) as her main professional outlet—an intentional choice that helps her stand out in the beauty sector.

Additional Observations

• Jennifer is a great example of how founders outside of tech can build a powerful presence on LinkedIn.
• She positions herself as both analytical and artistic, appealing to a wide audience of professionals.
• Her work provides inspiration for anyone building a niche B2B brand, especially in a visually-driven category.

6. Anton Osika – Co-Founder & CEO of Lovable

Company Overview: Lovable

Lovable is a Stockholm-based AI startup co-founded by Anton Osika and Fabian Hedin. The company is developing an AI-powered tool that enables users to create software applications by simply describing them in natural language, eliminating the need for coding. Since its launch, Lovable has achieved remarkable growth, reaching $10 million in annual recurring revenue (ARR) within 60 days and $17.5 million in ARR after just three months. The platform boasts an impressive 85% Day 30 retention rate, surpassing that of ChatGPT. Lovable's rapid success is attributed to its focus on user-centric design, community engagement, and leveraging open-source tools like GPT-Engineer to build a passionate early user base.  

CEO’s Expertise

Anton Osika is a seasoned technical professional with extensive experience in software development and engineering. Before founding Lovable, he served as the CTO and Co-Founder of Depict.ai, a Y Combinator-backed startup that secured $20 million in funding. His background also includes roles as a Founding Engineer at Sana, Research Engineer and Data Engineer at Ampfield Aktiebolag, and a position with the ATLAS Supersymmetry Group at CERN. Anton holds a Master of Science in Engineering Physics and Applied Mathematics from KTH Royal Institute of Technology and a Bachelor of Science in Physics from The Hong Kong University of Science and Technology.  

Type of Content Shared on LinkedIn

Anton actively shares insights into Lovable's growth, product development, and team dynamics on LinkedIn. His posts often highlight company milestones, such as welcoming new team members, and provide a behind-the-scenes look at the startup's journey. He also engages with the community by sharing lessons learned, challenges faced, and strategies employed in building Lovable.  

Lessons from His Content

• Transparency in Growth: Anton openly discusses Lovable's rapid growth and the strategies that contributed to its success, offering valuable insights for aspiring entrepreneurs.
  
• Emphasis on Team and Culture: He highlights the importance of building a strong, passionate team and fostering a culture that prioritizes user needs and fast execution.
  
• Leveraging Community: By engaging with the open-source community and sharing tools like GPT-Engineer, Anton demonstrates the power of community-driven growth.
  

Personal Branding Strategy on LinkedIn

Anton positions himself as an innovative leader at the intersection of AI and product development. His LinkedIn strategy includes:

• Authentic Storytelling: Sharing personal experiences and company updates to build a relatable and trustworthy personal brand.
  
• Thought Leadership: Providing insights into the future of software development and the role of AI, establishing himself as a forward-thinking expert in the field.
  
• Community Engagement: Actively participating in discussions and sharing resources to foster a sense of community and collaboration.
  

Additional Observations

Anton's approach to LinkedIn reflects a balance between professional achievements and personal insights. His content serves as a valuable resource for professionals interested in AI, entrepreneurship, and innovative product development.

‍

7. Oscar Höglund – Co-Founder & CEO of Epidemic Sound

Company Overview: Epidemic Sound

Epidemic Sound is a Stockholm-based music licensing company founded in 2009 by Oscar Höglund, Peer Åström, David Stenmarck, Hjalmar Winbladh, and Jan Zachrisson. The company offers a vast library of royalty-free music and sound effects, empowering creators—from YouTubers to global brands—to enhance their content without the complexities of traditional licensing. Epidemic Sound has revolutionized the music industry by providing a platform where artists can retain ownership of their work while reaching a global audience.  

CEO’s Expertise

Oscar Höglund is a seasoned entrepreneur with a background in economics and management. Educated at the Stockholm School of Economics, he has also studied at the Wharton School of the University of Pennsylvania and L’Institut Catholique de Paris. Before founding Epidemic Sound, Oscar was part of the management team at Zodiak Television, where he co-founded the subsidiary 5th Element. He also co-founded United Screens, the leading multi-channel network in the Nordics, and has served on the board of Toca Boca and as an advisor to Perfect Day Media.  

Type of Content Shared on LinkedIn

Oscar actively shares insights on LinkedIn, focusing on:

• Industry Trends: Discussing the evolution of the music industry and the role of technology in shaping its future.
• Company Milestones: Highlighting Epidemic Sound's achievements, such as reaching 3 billion daily views across platforms. 
• Leadership Insights: Sharing personal experiences and lessons learned from building a successful global company.
• Interviews and Podcasts: Featuring discussions with industry leaders and innovators.  
  

Lessons from His Content

From Oscar's LinkedIn presence, professionals can learn:

• Innovation in Traditional Industries: How to disrupt established sectors by introducing new business models.
  
• Global Scaling: Strategies for expanding a company internationally while maintaining its core values.
  Creator Empowerment: The importance of supporting creators and artists in the digital age.
• Data-Driven Decisions: Utilizing data to inform business strategies and measure success.
  

Personal Branding Strategy on LinkedIn

Oscar's LinkedIn strategy includes:

• Consistent Messaging: Regularly sharing updates and insights that align with Epidemic Sound's mission and values.
  Engagement with Followers: Actively responding to comments and participating in discussions.
  Thought Leadership: Positioning himself as an expert in the intersection of music, technology, and entrepreneurship.
  Authenticity: Providing a behind-the-scenes look at his experiences and challenges as a CEO.
  

Additional Observations

Oscar's approach to LinkedIn demonstrates the power of combining personal experiences with professional insights. His content serves as a valuable resource for aspiring entrepreneurs and professionals interested in the music and tech industries.

‍

8. Niklas Zennström – Co-Founder of Skype & CEO of Atomico

Company Overview: Atomico

Niklas Zennström is the founder and CEO of Atomico, a London-based venture capital firm established in 2006. Atomico focuses on partnering with ambitious entrepreneurs who leverage technology to drive positive global change. The firm has invested in over 200 companies across four continents, including notable names like Supercell, Klarna, and Lilium.  

CEO’s Expertise

Zennström is best known for co-founding Skype, a platform that revolutionized global communication, which was acquired by eBay in 2005 and later by Microsoft in 2011. He also co-founded Kazaa, a peer-to-peer file-sharing application, and Joost, an online video distribution service. His extensive experience in building and scaling tech companies has positioned him as a leading figure in the European tech ecosystem.  

Type of Content Shared on LinkedIn

On LinkedIn, Zennström shares content that includes:

• Industry Insights: Discussions on Europe's position in the global tech landscape and the importance of tech sovereignty. 
• Investment Announcements: Updates on Atomico's funding rounds and investments in innovative startups.  
  Thought Leadership: Perspectives on redefining impact investing to encompass broader societal goals beyond traditional sustainability metrics.
• Personal Reflections: Insights from his entrepreneurial journey, including experiences with Skype and Kazaa.
  

Lessons from His Content

Professionals can glean several lessons from Zennström's LinkedIn activity:

• Challenging the Status Quo: His emphasis on disrupting traditional industries encourages a mindset of innovation and questioning existing norms.
• Global Perspective: By highlighting Europe's potential in the tech sector, he advocates for a more balanced global tech ecosystem 
• Broadening Impact: His approach to impact investing underscores the importance of considering various societal factors, including security and prosperity, in investment decisions.
  

Personal Branding Strategy on LinkedIn

Zennström's LinkedIn strategy includes:

• Thought Leadership: Regularly publishing articles and posts that provide deep insights into the tech industry and investment strategies.
• Engagement: Interacting with followers through comments and discussions, fostering a community around his content.
• Authenticity: Sharing personal experiences and reflections, offering a transparent view of his entrepreneurial journey.
  

Additional Observations

Beyond his professional endeavors, Zennström is actively involved in philanthropy through Zennström Philanthropies, focusing on climate change and social entrepreneurship. He also supports initiatives aimed at preserving the Baltic Sea's health. 

‍